Att 3g: Consumer Concept Testing In-Depth Interview Guide

Development of CDC's Act Against AIDS Social Marketing Campaigns Targeting Consumers

Att 3g Consumer Concept Testing-IDI

Att 3g: Consumer Concept Testing In-Depth Interview Guide

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Development of CDC’s Act Against AIDS Social Marketing Campaigns Targeting Consumers

Attachment 3g: Consumer Concept Testing

In-Depth Interview Guide

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Attachment 3g: Consumer Concept Testing In-depth Interview Guide

I. Welcome

Thank you for coming here today. Your participation is very important. I’m _______ and I’m from RTI, a non-profit research organization. The Centers for Disease Control and Prevention (CDC) is sponsoring this research. The purpose of this interview is to hear your views and opinions on important health topics concerning HIV/AIDS. Your insights are very important to us and your time today is appreciated. We will have about 1hour for our discussion.

Before we begin, I want to review a few ground rules for our discussion.

Most importantly, there are no right or wrong answers. We want to know your opinions and what you think about the issues we will be discussing. I do not work for the people who are sponsoring this research, so don’t hold back from giving me your honest opinions.
You have probably noticed the microphones in the room. They are here because we are audio taping. I want to give you my full attention and not have to take a lot of notes. At the end of our discussion, I have to write a report and will refer to the tape when writing the report.
Behind me is a one-way mirror. Some of the people working on this project are observing this discussion so that they can hear your opinions directly from you and take notes so that your opinions are accurately captured. However, your identity and anything you personally say here will remain secure to the extent allowable by law. Your name, address, and phone number, which only the facility knows, will not be given to anyone and no one will contact you after this interview is over.
There may be some sensitive questions asked during this discussion. If at any time you are uncomfortable with my questions, you can choose not to answer. Simply let me know that you prefer not to answer.
Be sure to only use first names during the discussion. Please do not use your last name. Also, if you bring up a friend or other person you know as an example in our discussions, please do not use their last name either. So, whenever you mention a name, it should only be a first name and never a last name.
Please turn your cell phone or beeper to vibrate or silent mode. The interview will last no more than 1 hour.
If you need to go to the restroom during the discussion, please feel free to leave, but please return as soon as possible.
Do you have any questions before we begin?

II. Warm-up

Before we begin our discussion, let’s spend a little time getting to know one another.

Please tell me your first name and an interesting fact about yourself.

III. Opinions about HIV Testing Concepts

The goal of this next task is to determine which of several ways is best to present ideas and information about HIV to different types of groups. The various statements and images I am going to show you are called “creative concepts.”

The concepts may be used in promotional materials such as advertising, brochures, pamphlets, etc., to convey an idea and to encourage you to take an action. Each one takes a slightly different approach for talking to you about [insert topic]. I would like you to focus on the general idea that is being communicated and not the specific wording or details of the design.

I am going to show you each concept one at a time and we are not going to compare them. So, after we see one, I will put it aside and you will think about the next one as if you didn’t see the first one and so on.

For each concept, I will read all the information. We’ll then discuss your thoughts and reactions to it. To ensure that we can discuss the concepts in detail, I will read all the information and then you tell me when you’re ready to talk about it. Do you have any questions before we begin?

Interviewer will repeat questions 2-15 for each concept.

What do you think about this ad?

Relevance to You Personally

What does it mean to you?
Is it important to you?
How does it make you feel?
Do you feel that it speaks to you? Tell me a little more about that.
Can you relate to it?

Credibility

Do you believe what it is saying? If so, what makes you believe it? If not, what makes you not believe it?
Do you trust the information?

Clarity/Impact

Do you find this clear or easy to understand?
Would your [friends, family, coworkers, etc.] understand it?
Does it make you want to do anything?

[If yes] What does it make you want to do?
[If no] Why?

Let’s pretend for a moment that we weren’t all in this room looking at this concept together. Imagine that you saw this concept somewhere else. Would this concept stand out to you? What makes you say that?
What did you learn from the words in the concept?
How would you sum up in just a few words your first impression of this ad?

Do you like it? Do you dislike it? What makes you say that?

Focusing just on the words here [point to ad], what is the main idea that this ad is trying to get across, in your own words?

Was this a new idea or something you’ve heard before?
What feelings do you have in reaction to this ad?

Are there any words or phrases that bother you or that you think should be said differently? If yes, how could it be said differently?
Is there anything in the message that you strongly disagree with? What?
Which words or phrases do you think are especially attention-getting or appealing?

What do you think about the [insert part of the ad], in particular?
What would you think about it as the name for a campaign?

What do you think about the way the ad is written? What do you like/dislike? [Probe for tone, language, style, etc.]
How could this ad be improved?

What else would you add?
What would you want to know that this ad does not tell you?
What aspects of this ad get your attention? Why do you say that?
How could this ad be said differently that would make you personally more likely to notice and think about the ad?

[Underline/circle/highlight/cross out] phrases, sentences or images that you think are [important/confusing/unclear/inappropriate/offensive/should be deleted]. What did you indicate as [important/confusing/unclear/inappropriate/offensive/to be deleted]?
How much of the [add] would you read? Please choose all that apply.

I would only read the headline
I would only look at the image/s
I would only read the headline and look at the image/s
I would read the whole thing
I wouldn’t read any of it

How do you feel about the images used in this ad? Are they [helpful/engaging/etc.]? What makes you say that?
- What is your general reaction to the way these look?
- How appealing is this image to you personally?
How do you feel about the colors and pictures and/or graphics? What do you like/dislike about them?
- Would it catch your attention if you saw it somewhere?
- Would you take the [insert material type] to view additional information? Why or why not?
- Is there anything that you would say should be changed about the way this looks that would help make someone like you think about this after you looked at it?
- Are there things about the [colors, pictures, and/or graphics] that you think are particularly attention-getting? Appealing?
- Are there things about the [colors, pictures, and/or graphics] that bother you in any way?
- What visual aspects makes the ad stand out?
Are you able to see the headline and text easily?
- Is the font/type easy or difficult to read? [Probe for font size (e.g., too big/small), density, etc.]
- What do you think about the font/type color?
- What do you think about the length of the piece?
Who would you say the ad’s trying to reach?
- Does it seem like this message is talking to you and people like you? Or someone else?
- What in the message suggested it was talking to you and people like you or someone else?
Does this ad make you want to do anything? What?
- Do you think it would motivate others to do [insert response]?
- Do you think it would make you or others want to [insert response]? What makes you say that?
Do you see yourself [insert preventions strategy] or something like it? What makes you say that?
Who do you believe would benefit most from doing [insert prevention strategy]?
Now, I am going to ask you to compare the ads I have shown you. Please select the top [insert number] that would encourage you to [insert prevention strategy]. There is a paper in front of you, please write the letters of your top [insert number] ads on the paper. What are those?
Now, out of the top [insert number] you selected, choose the one ad that would most encourage you to [insert prevention strategy]. Circle this one on your piece of paper.
- What made you choose this one?
Ok, now take a look at the rest of the ads. Are there any that you do not think will work?
- [If yes] Which ones? For each one, tell me what it is it that you don’t like. Please mark those down on your sheet.
Are there any that you strongly dislike?
- [If yes] Which ones? For each one, tell me what it is about it that you don’t like. Please mark those down on your sheet.
Can you think of an idea or ad that we did not present that might motivate you to [insert prevention strategy]? What is it?

Testing Media Messages

Please tell me the extent to which you agree or disagree with the following statements.

Overall, I liked this ad